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"What is marketing?"

People have been trying to sell things for years, and you have learned something about their techniques - advertisements, price markdowns, special contests. But despite marketing's high visibility, the term itself is

difficult to define., The American Marketing Association.recently devoted a year of study to the question and evaluated 25 different definitions before reaching a consensus on the meaning _t of, the word. According to its definition, marketing is planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchange that satisfy individual and organizational objects. Marketing is a broad term, not limited to profit-making business alone; it encompasses the efforts of nonprofit organizations to "sell" intangibles.

What does the term marketing really mean? Many people mistakenly think of it as advertising or selling. However, advertising or selling is only two of several marketing functions, and not necessarily the most important ones. Marketing can be defined as any human activity which is directed at satisfying needs and by creating and exchanging goods and value with others.

Marketing has become a key factor in the success of western business. Today's companies face stiff competition and the companies which can best satisfy customer, needs are those which will survive and make the largest profits.

For an exchange to take place, four conditions must exist. First, an exchange requires participation by two or more individuals, groups, or organizations. Second, each party must possess something of value that the other party desires. Third, each must be willing to give up its "something of value” held by other. The objective of a marketing exchange is receiving something that is desired more than what is given up to get it, that is, a reward in excess of costs. Fourth, the parties to the exchange must be able to communicate with each other to make their "something of value” available.

Note, though, that an exchange will not necessarily take place just because these four conditions exist. However, even if there is no exchange, marketing activities still have occurred. The "something's of values" held by the two parties are most often products and/or financial resources such as money or credit. When an exchange occurs, products are traded for either other products or financial recourses.

Дата добавления: 2015-07-20